Each group is supposed to prepare a short ppt (on usb-stick) and present the outcomes in next week’s class.

Starbucks

Environmental influences:

Starbucks internationally recognized brand
icon for globalization
External and internal market
Known for high prices- financial crisis: Starbucks forced to change its prices, continue to have high cost drinks, but offer low cost alternatives.
“Comfy place”- feel at home in Starbucks- authors go there to write, students to study.
High quality coffee- Reliant on its coffee bean suppliers (international suppliers)

Demographics:

Age- Starbucks is aimed more towards adults and teenagers since their main product is coffee. They also offer alternatives such as tea and cake which is also aimed at a younger market. Aimed at both males and females.

Known for being high-priced, therefore not affordable for everyone - - However, they do offer low cost alternatives to their expensive products making it more appealing to those with lower income.